Category: Marketing Automation

If you’re on Spotify, chances are you’ve curated a playlist with all your favorite songs — and rearranged them in a specific order. But did you know you can do something similar on Instagram?

Enter the Instagram Guide — a tool that allows you to curate your favorite Instagram posts, Reels, or Lives in one location, which you can share with your community. For marketers, it’s a great way to revive old content, promote products, and introduce your brand.
Let’s take a closer look at Instagram Guides, how you can leverage them in your marketing strategy, and how to make one in six steps.
What is an Instagram Guide?
In short, an Instagram Guide is a collection of posts, Reels, or Lives — either from your own feed or from others.

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All guides revolve around a single topic, story, or idea. For instance, you could create a gift guide, product round-up, or exercise routine — but more on that later.
Once you create a guide, it will live under a public tab in your profile that users can visit anytime. You can also share it to your Instagram Story for more visibility.
There are three types of guides on Instagram — places, products, and posts.

Places is for sharing travel-related or location-specific content. For instance, you could share your road trip itinerary or your favorite coffee shops in X location.Example: The Most Instagrammable Places in Phoenix.
Products is for showcasing products from Instagram Shops. You could create anything from product tutorials to listicles of your favorite products or brands.Example: My 8 Must-Have Products for Sensitive Skin.
Posts is for articles, commentary, or anything interesting you’ve shared or saved from others. This type focuses less on visuals and more on your storytelling abilities.Example: How to Build a Healthy Morning Routine.

With a solid understanding of Guides, let’s discuss the benefits of using them in your Instagram marketing.
Instagram Guides for Marketing
Instagram has countless features for marketers — but what makes guides stand out from the crowd?

Check out the top benefits of using Instagram Guides in your marketing:
1. Revive your old content
Content on Instagram has a short lifecycle. After hitting the “Post” button — and watching the likes pour in for a day or two — your content sits on your feed, collecting dust.
With guides, you can shine a spotlight on your past content. When a user clicks on an individual post in your guide, it directs them to the original post — giving it a new lease on life.
2. Drive traffic to your blog or website.
Guides are a great way to share your tips, tricks, advice, and recommendations on specific topics — but you shouldn’t reveal everything.
Instead, use the guide to summarizing one or two points from your blog posts — then encourage users to visit your blog for more details (or more tips). That way, you can drive traffic to your other channels.
3. Introduce your brand.
Instagram Guides are a great way to introduce both new and current customers to your brands and its values. Use them to highlight social responsibility work, new milestones, behind-the-scenes content, or new initiatives.
For example, fashion marketplace Vestiaire Collective highlights its brand values by posting guides on building a more sustainable wardrobe and the power of upcycling.

4. Leverage user-generated content.
With Guides, you can combine content from other users with your own — which presents an opportunity to leverage user-generated content.
For example, suppose you run a sunglass brand. You could create a guide titled, say, “The Trendiest Sunglasses of 2022” that contains photos of your customers wearing your products. What better way to leverage UGC, promote your products, and attract new customers — all at the same time.
5. Promote your products — without being too sales-y.
If you struggle with promoting your products without sounding like an infomercial, Instagram Guides are a great way to strike that balance.
Back to the sunglass example above — if you were to create a guide for your new collection, you could add value to the reader by including advice, tips, or tricks within the guide. Then, title your guide in a way that puts the value front-and-center, such as “How to Style Oversized Sunglasses.”
This is one way to subtly promote your products without it being the center of attention.
How to Make a Guide on Instagram
Creating a guide is relatively simple, but you’ll need the latest version of Instagram before you can start. It’s also a good idea to brainstorm what type of guide you want to create — and take note of the content you want to include. Then, follow these steps:
1. Navigate to your Instagram profile and tap the plus (+) button. This opens a menu with options of what you can post on Instagram. Tap “Guide.”

2. Next, tap on the type of Instagram guide you want to create. You can choose from Places, Products, or Posts.

3. Select the content you want to add to your guide. This can be content you’ve shared or saved from others.

4. From here, you’ll need to write a few details about your guide — namely the title and summary. You’ll also need to upload a cover photo if you want to change the one Instagram provides.

5. As you scroll through the guide, add titles and descriptions, commentary, or thoughts to each post.

6. Once you’re happy with the guide, click Share.
Instagram Guides are all about repurposing content. So take a look at your feed and find new stories you can tell. Leverage the tips in this article to make your guides an effective top-of-funnel marketing strategy to engage users, promote your products, and introduce your brand.

Benjamin Franklin once said “Failing to plan is planning to fail,” and when it comes to content and media strategy, truer words have never been spoken.
Until 2020, that is.
In the last two years, 99% of content planners, strategists, or marketers who pivoted their strategy did so in 2021.

Unsurprisingly, the #1 reason they gave for this was the global pandemic.

To make matters more complicated, 39% of those who pivoted in 2021 changed their content plan a whopping three times throughout the year.

Despite all that turbulence, 62% of media planners say their content performed better than their goals in 2021. And, if anything, 2020 and 2021 taught marketing teams how important content planning and re-planning is.
To get a sense of how marketers planned or pivoted their way through such an unpredictable year and how they will approach media planning in 2022, we surveyed 600+ media planners to gather data on their goals, strategies, the tools they use, and how they met the unique challenges of 2021.
Curious about some strategies and insights specifically? Click below to jump to the section you’d like to read first.

The Top Goals of Marketing Media and Content Planners
Content and Media Planning Strategies
Which Channels Marketers Use In Their Media Mix
The Benefits and Challenges of Media Planning
Budgeting Your Content Marketing Efforts
Timing Your Media Plan
Media Planning and Content Marketing Tools
Pivoting Your Content Plan

The Top Goals of Marketing Media and Content Planners
As you can see below, engaging and growing new audiences, maximizing the ROI of their content, and understanding which channels or platforms their audience spends the most time on are top priorities for media planners and content marketers in 2022.

But which strategies are most effective to achieve these goals?

Media and Content Planning Strategies
The Most Effective Media Planning Strategies
The top strategies media planners and content marketers charged with planning use are conducting market research to understand their target demographic and find the most effective channels to reach them, leveraging media planning templates, and running content audits.
Unsurprisingly, these tactics line up fairly well with the top goals, which include growing audiences with content and targeting the right marketing channels.

Media planners also rated setting a clearly defined budget (57%), analyzing the results of your content strategy (57%), clearly defining goals/KPIs (55%), and using a calendar to schedule content (48%) as the most effective media planning strategies they use.
To accomplish most of these, marketers can leverage media planning templates, a strategy I’ll talk about in more detail later.
Ultimately, all of the above strategies are highly effective and will see significantly increased use and investment in 2022. As you move forward in planning, you’ll want to consider a mix of them rather than just running with one or two tactics.
Next, let’s dive a litter deeper into each major planning strategy and opportunity.
Market and Demographic Research
Market research is leveraged by 43% of media planners and will grow significantly in 2022, with 45% planning to leverage it for the first time.

64% of media planners who use it say it is the most effective media planning strategy they leverage.
16% of all media planners will invest more in this than any other strategy in 2022.
70% of media planners who do channel research say it is the most effective media planning strategy they leverage (the highest of any strategy.)
22% of all media planners will invest more in it than any other strategy in 2022.

While technically the second-most-effective strategy, I decided to bring this one up first because understanding the demographics of your target audience isn’t just critical for proper media planning, but essential for any marketing strategy to succeed.
You can examine a wide range of data including age, location, education, and income to start building buyer personas, which are fictional representations of your ideal customers that you can cater your content towards. And here’s the best part – you likely already have most of this data available to you for free.
Of course, you could also conduct market research studies of your own, or go through an outside agency for a more holistic view of your industry.
But in terms of media planning, I’d argue that knowing which channels your audience is spending their time on is just as important as knowing who your audience is.
Channel and Platform Research
Learning about your audience doesn’t just stop at personas or demographics.
In 2021, 43% of media planners conducted market research to find the most effective channels for reaching their targets. This percentage will grow significantly in 2022, with 53% planning to leverage it for the first time.
The data above isn’t too shocking. Before you know how much of your budget to invest in each area of your media mix, you’ll want to get an idea of which channels your target audience spends their time on.
You can also benefit from using your own data by looking at which channels are most effective at helping you meet your specific goals. But, you should also leverage outside research as it can provide crucial demographic data on the specific channels you use.
For example, in our 2022 Social Media Report and survey, we found that younger audiences like Millennials and Gen Z prefer shorter video content that is funny, trendy, and reflects a brand’s values – on platforms like TikTok and Instagram.
Meanwhile, Baby Boomers prefer interactive/educational content such as interviews/podcasts/expert discussions, and live videos, with Facebook being their platform of choice.
These facts will help you plan out your media mix by giving you insight on critical questions, such as whether your demographic is embracing social shopping tools on platforms like Instagram or other platforms.
Once the research is complete, media planners are using templates to help allocate and organize their media mix with maximum efficiency.
Media Planning Templates
Media planning templates are leveraged by 40% of media planners and 46% of them say it is the most effective strategy they use to reach their business goals.
The use of media planning templates will see significant growth in 2022 as 39% plan to leverage them for the first time and 11% of all media planners will invest more in templates than any other strategy.
There are a wide variety of media planning templates to choose from, all designed with a different purpose, but ultimately they exist to help you track, plan, organize, distribute, and analyze all your media content.

The most popular templates are social media strategy templates that help you align your media content with your audience and analytics and reporting templates for Excel, PowerPoint, and Google Drive that make the processes of pulling, organizing, and sharing data simple.
Luckily, HubSpot has both of those templates available for you to download right now, with a handful of others that may also come in handy.
Once their media plans are fully organized and executed, marketers are leveraging content audits to analyze their performance and inform their future content plans.
Content Audits
Running content audits to inform media planning strategy is used by 37% of media planners and is the third-most-effective tactic for media planners to reach their business goals.

A whopping 81% of media planners who run audits say they have been effective for reaching their business goals and 67% say the results of their content audits have had a moderate to significant impact on their media planning strategy.
The use of content audits will grow significantly in 2022 as 37% plan to leverage them for the first time and 15% of all media planners will invest more in content audits than any other strategy.

So what are the goals of a content audit?
By analyzing the performance of the content you create, you get insights on what exceeded expectations, what falls flat, and why

Identifying content gaps is the #1 objective of content audits, but that doesn’t mean it has to be hard. Here’s a guide on how to run a simple content audit specifically to find and fill those content gaps.
Identifying issues with your website and improving the user experience is another highly effective strategy for driving traffic to your web content, improving SERP ranking, and increasing engagement. In our survey of 400 web traffic analysts, we found that web analysts who reported an effective website strategy in 2021 were 25% more likely to optimize their website for loading speed.
If you’re still not convinced to audit your content, we also asked media planners about the biggest benefits they’ve seen from auditing. Here’s a graph with the results:

How often should you run a content audit?
Most media planners who run content audits do so on a monthly or quarterly basis. If you’re ready to start auditing your content, you can either create your own template or use this one from HubSpot.
Not only did we craft it ourselves, but 46% of media planners who use templates for content audits use it, making it the most popular third-party template. Our data also shows that 86% of those who use HubSpot’s template say content audits have been effective for reaching their overall business goals, so you should give it a shot.

Which Channels Marketers Use in Their Media Mix
The top channels media planners leverage are paid and organic social media content, email marketing, and organic search.

As this data is directly in line with our previous marketing research, here are a few quick bullets on each:

Email marketing is the most leveraged media channel used by 1 in 2 media planners and will continue to grow this year with 22% planning to leverage it for the first time. Email marketing has the 3rd highest ROI of any channel.

Paid social media content is used by 47% of media planners and has the highest ROI and highest engagement of any channel. Channel usage will grow significantly in 2022 as 14% of all media planners plan to invest more in it than any other channel and 25% plan on leveraging it for the first time this year.

Organic social media content is used by 43% of media planners and will continue to grow this year with 22% planning to leverage it for the first time and 9% planning to invest more in it than any other channel in 2022. Organic social has the 2nd highest ROI and 2nd highest engagement levels of any channel.

Organic search is leveraged by 36% of media planners and 45% of them say it has the highest ROI of any channel they use. It will grow in 2022 with 23% of media planners planning to leverage organic search for the first time.

84% of media planners leverage a mix of organic and paid media.

But, what’s the ideal media mix look like? Check out this helpful guide with even more data. 

The Benefits and Challenges of Media Planning
The Benefits of Content and Media Planning
Media planning can help you organize, plan, and analyze your content, but what are the biggest benefits marketers get from having a dedicated content plan? Here’s a breakdown of our survey results:

One interesting theme to note above is that the top three benefits relate to understanding channels, where your audience is, or where and how to target them. From what we’ve seen over the past decade, the secret to effective, ROI-generating marketing or content is understanding and knowing where to meet your targets.
So, while the idea of media planning might seem daunting in times when plans constantly change – it’s still incredibly valuable, worth your time, and is likely to return on its investment.
Ultimately, the work you do as a media or content planner will teach you how and when to create new content, when to pivot, or how to effectively change course in times where competitors are struggling to understand changing consumer thoughts and behaviors.
Media Planning Challenges
For all its benefits, media planning also comes with some challenges. Here are the biggest challenges marketers face with media planning:
Determining the most effective media mix is an incredibly important aspect of media planning, but also the one media planners struggle with the most. Check out this article for tips on optimizing your media mix.
Aside from finding the most effective media mix, a limited budget is the second biggest challenge media planners face, so let’s take a look at some data on content marketing budgets.

Budgeting Your Content Marketing Efforts
How Much of Your Budget Should Go to Content Marketing?
Chances are you already have a budget dedicated to content marketing, but if you don’t, it may be a good idea to join the 94% of media planners who do.
The real question is how much of your total marketing budget should go to content marketing, so here’s a look at our results:
Half of brands spend under 50% of their marketing budget on content, with 72% of media planners saying the primary brand they work with spends between 20%-60% of their total marketing budget on content marketing.
Where Marketers Invest Their Content Marketing Budget
So, how much is that content budget we just discussed above? Here’s a look at how much marketing departments delegate to content. 

1 in 4 brands have a quarterly content marketing budget under $40K
38% of brands have a quarterly content marketing budget between $40K-$100K, while 35% have a budget over $100K.

With your budget in mind, let’s take a look at how often you should be creating a media plan and how far in advance to start laying the groundwork for your content strategy.

Timing Your Media Plan
How Often Should You Create A Media Plan?
Nearly half of media planners create a media plan for their primary brand once per quarter:

Whichever cadence works best for you, you’ll also need to start your planning process ahead of time. Let’s find out how far in advance marketers are creating their media plans.
How Far in Advance Should You Start Formulating Your Media Plan?
According to our survey, 41% of media planners will change their media mix in 2022, but how far ahead will they start planning?
Over 80% of media planners formulate their strategies less than 4 months ahead of time.

Another crucial piece of formulating your media plan will be the tools you use, so let’s look at which tools marketers find the most effective.

Content Planning & Marketing Tools
The top two tools media planners use are HubSpot Marketing Hub (38%) and HubSpot Media Planning Templates (34%).
Here’s a chart showing the biggest benefits of leveraging media planning tools:

Another tool leveraged by 78% of media planners is automation, here’s what content strategists and media planners use it for:

Pivoting Your Content Plan
Pivoting can be intimidating due to the uncertainty of abruptly switching up your content plan, so here’s a high-level look at our survey data on the topic. You can also find a deeper dive into our data and tips in this post.
Is Pivoting Your Content Plan Effective?
Whether you had every marketing campaign for 2020 and 2021 fully planned out or were just winging it, the pandemic forced us to toss whatever plans we had out the window and adapt in real-time.
As we mentioned above, most marketers who pivoted their content plan in 2021 did so because of the COVID-19 pandemic. 
The good news? A whopping 74% of media planners say their most recent pivot was effective for reaching their overall goals and 78% of media planners say their content plan changed a moderate to significant amount the last time they pivoted.
When do brands pivot a content plan?
Here’s how media planners knew it was time to pivot. Spoiler! It’s not always due to global events. 
Of the media planners who have ever pivoted, over two-thirds did so to try a new social media platform, and 77% pivoted to try a new feature.

Which platforms or features have media or content planners pivoted to?
Facebook and Instagram Shopping platforms; YouTube Shorts; and live chat rooms like Instagram Live Spaces, Clubhouse, and Twitter Spaces have been receiving high interest from strategists lately. 

What’s more, our survey discovered that:

Marketers who say their last pivot was effective are 10% more likely to have pivoted to use Twitter Spaces.
Marketers who say their last pivot was effective are 10% more likely to have pivoted to use Facebook Live Shopping.
Marketers who say their last pivot was effective are 8% more likely to have pivoted to use YouTube Shorts.
Marketers who say their last pivot was ineffective are 9% more likely to have pivoted to use Spotify Green Room and 8% more likely to have pivoted to use Spoon.

What should be your first steps to pivoting a content plan?
Switching up your content plan can feel like going into uncharted territory. To help you, here’s how the media and content planners we surveyed take on the challenge. 

I found that marketers who talk to sales and customer service teams to better understand their customers and their pain points have more effective pivots than those who don’t. They’re 16% more likely to say pivoting was effective.
Also, those who adjust their media mix to reflect changing consumer habits have more effective pivots. They’re 9% more likely to say pivoting was effective.
To get a more detailed step-by-step guide on how to pivot, check out this post.
How often should you pivot your content plan?
While, most brands that pivoted did so at least three times in 2021, this doesn’t necessarily mean you have to make big changes once a quarter.
However, it’s smart to have flexible aspects of your planning that can change if external factors, like world events, arise.
And, if and when the unprecedented does happen, you’ll want to take a stp back and ask yourself what adjustment or strategy is right for your brand. 
Although consumers care about responsive content, they also care about ethical marketing and social responsibility of the brands they follow. Because of this, they’ll be quick to spot (and call out) inauthentic and opportunistic behavior, which could damage a company’s image.
And while we’re on the topic of avoiding mistakes, I also asked media planners about the biggest mistakes they’ve made when changing their content plan. Let’s take a look at where they’ve gone wrong.
Mistakes to Avoid When Pivoting Your Content Plan
Pivoting your content plan is effective, but also has its pitfalls. These are the top mistakes media planners have made when switching things up:

As you can see above, changing your content strategy drastically to cater to just one segment of your audience isn’t recommended.
And to reiterate the advice of Karla Hesterberg, the Sr. Manager of Content Growth Strategy at HubSpot, “Remember that content strategy is always a long game —your short-term strategy can’t compromise your ability to solve for the ongoing, long-term needs of your content property.”
Speaking of long-term goals, switching up your media plan on the go could wind up being expensive. Here’s how much of their budget media planners are spending when they pivot.
Key Takeaways for Content & Media Strategists
Content and media planning can get complex and complicated in today’s world where everything – including your target buyer – is constantly changing.
Ultimately, strong preparation will help you be ready to create and optimize your content strategy to cater to your evolving target audience.
Although we went over a handful of different strategies and data points above, here are three key themes that you can take away from this post.

Understanding your audience is vital: As a marketer, creator, and media planner, you need to know your audience to know what they’ll respond to, what will motivate them to engage with you, and where they’ll go to consume content. You’ll also have to know where your audience spends the most time. With this knowledge, you’ll be able to create campaigns that meet them where they are and nurture them into buying your product.
Plan to re-plan: The world is always changing. An effective media planner creates a plan, but also prepares for things to change and identifies ways they can optimize, shift, or pivot it when something unexpected happens.
Always be auditing: One strategy won’t work forever, in any field of marketing. So, it’s important to continue to track and audit your efforts. That way if something stops working or needs to be fixed, you can optimize it or shift away from it promptly without losing time or money.

Want to see even more data on this topic? Check out the free, downloadable resource below which highlights the bulk of the data from our survey all in one place. 

Hi everyone! Sales CRM tools are here to stay and with good reason. They offer a wide range of benefits, such as data centralization, process automation, and above all else, they can reach ROI up to $45 for each $1 spent. Perhaps now you wish to jump on this CRM train, or you already did. However, in a sea full of CRM software, how would you know which one is the best for you? That’s why in this article, we will cover what the best CRM software are, why they are the best, who they are for, and how you can integrate them with other tools. Enjoy! 10 Best CRM Software For Sales On The Market submitted by /u/Kristina-Sky [link] [comments]

Social media services like Facebook, Instagram, and Snapchat are now a fundamental part of daily online life. But, you might be surprised to learn that email marketing has maintained high importance in digital communication while also growing in popularity. According to statistics, the total number of global email users equates to 4 billion in 2020…
The post 10 Email Segmentation Strategies to Hone Your Marketing Message & Make More Sales appeared first on Benchmark Email.

Hi guys, I have a question, do any of you have any recommendations for a data enrichment tool that pairs well with LinkedIn Sales Navigator? I primarily handle inbound leads and I’m trying to find some software or tool that makes prospecting easier like auto-populating an inbound leads profile with key details. Any suggestions and thank you advance! submitted by /u/AnxApe [link] [comments]

Big Idea or Enduring Question: How to keep track of the last activity date and show it on the object detail page? Objectives: After reading this blog, you’ll be able to: Understand the differences between Last Activity and LastModified Dates Understand how Salesforce calculates the LastActivity Date Create a formula field to
The post Display Last Activity Date on Object Record Detail Page appeared first on Automation Champion.

We’ve done a lot of hiring over the years and one of the questions we’ve asked ourselves has been: is is better to have new Buffer teammates who will be on the same team start at the same time or to stagger their start dates? We’re a relatively small team and since we’ve been actively hiring for multiple roles over the last year and a half we’ve wondered what’s best for both teammates and hiring managers. Recently, a new hiring manager asked a few other managers their experience with having teammates start on the same day versus teammates starting a few days a part. In this piece, I’ll go over exactly what three hiring managers at Buffer shared, along with some of the advice, conversations, and best practices we hold onto for onboarding in a remote, distributed team. When you should stagger teammate start datesIn 2021, we hired 26 individuals in nine months, which was a lot for our team of less than 90. Some of these new hires were concentrated on the Engineering, Advocacy, and Product teams. This put an extra burden on some specific teammates (and hiring managers!) to do the bulk of the new onboarding. We don’t request that new hires start on specific days: we encourage new hires to decide what start date is best for them, their previous employer, and their family. Thus, we sometimes have teammates start on the same day, or a few weeks apart. Remote onboarding generally requires a lot of preparation and guidance. We prepare a centralized document for all new hires that clearly outline expectations for the first 30-60-90 days and also assign both a role buddy for job-specific help and a culture buddy to assist with values and culture questions. Involving three teammates for each new hire asks a lot of the team overall, but has been a proven means of supporting new hires (especially in a remote and global team). Learning from one experience to the next Our Advocacy team lead, Darcy Peters, added two new teammates to her team at the end of 2021, with each teammate starting three weeks apart. Darcy said she found it very useful to have them start at different times, mostly from the perspective of learning what to do better for the next round of onboarding. “I was able to learn from the first experience. Did I wish I had asked another question to buddies at the 30-day mark? Would I organize the 60-day celebration sync with the team member differently? ” – Darcy PetersLessening the impact on the overall team Another advocacy lead, Ross Parmly, weighed in as well, citing that the staggered start dates were a bit easier for the overall team to adapt and didn’t impact area goals in quite the same way.“The first few weeks tends to pull an Advocate’s Role Buddy away from the inbox a bit, so having that time staggered is quite useful. This may not apply as directly to other teams, but it could be useful to consider the role buddy component of onboarding and whether spacing things out will create a smoother experience where too many teammates aren’t pulled away from other tasks at the same time.” – Ross ParmlyWhen you should align teammates’ start datesHailley (who you see here often, as she runs our content and communications), had two new hires start within the same week.Group training and milestones when you can“It felt quite smooth to have had two new teammates start the same week. I had their onboarding ready at the same time rather than staggered, they were also joining in the same role, so they have been able to support each other and learn tools and processes at the same time.” – Hailley GriffisWe also aim to celebrate and share actionable feedback on 30, 60, and 90-day markers. With multiple teammates starting at the same time, there can be extra work on hiring managers, but also larger group celebrations when new teammates reach 90 days.“Starting at the same time could help you sync up milestones and you could batch those together rather than having to revisit them a bit apart.” – Ross ParmlyMake time on your calendar for new hires“Having two new folks at exactly the same time did mean I needed to block off a lot of my calendar for those first two weeks to make sure I was available for support more than what is usual since it was two folks, but overall, especially since these two teammates are in the same role, I think this was the best way to get started. “ – Hailley GriffisCreating bonds for new teammates in a remote environmentRegardless of the specific start date, creating a community and bonding space for new hires is helpful for virtual teams. We invited our 2021 new hires into a Slack channel for them to chat amongst one another and also support each other as new Bufferoos.  “This could be the case even if [my new teammates] started together, but I found that they were great supports for one another. Fern was able to feel empowered immediately, as he had a little experience at Buffer and was able to support Lexi in a small way. Later, they found that they were each strong in different areas of support (likely due to their buddies’ areas of expertise), and they were able to support learning for one another. Additionally, even though they were two weeks apart, they were able to do some calls with one another — one with Joel and then several mini-training calls with different Advocates.” – Darcy PetersThe work put into onboarding new teammates pays off in great ways throughout your teammate’s tenure. Provide clear lines of support and identify who teammates can ask for backup. New hires generally form deep bonds with their role buddies, culture buddies, and also: start date buddies. Whether it’s weeks or days apart, this is a great opportunity for new hires to connect to their coworkers. Over to youWhat is your experience with joining a new company, large or small? Do you relate to other new hires and form a connection with a hiring cohort? What would you prefer as a hiring manager? Send us a tweet and let us know!

So, you want to start a website redesign. Maybe you just finished a brand overhaul or your product was recently updated. Whatever your reason, a redesign can be a huge success — or not. It can also be a long and tedious undertaking, which is why every redesign needs to start with a clear vision and/or problem to solve.
The better you are at defining that vision at the very beginning, the more successful your redesign will be — and the smoother the entire process will be as well.

Whether you’re working with an agency, redesigning your site in-house, or proposing a redesign to company stakeholders, this guide has tips to help you strategize your website redesign and ensure it turns out to be a huge success — not a flop.

Many organizations opt to redesign their website to welcome more traffic as their business grows. Others invest in a website redesign as part of a larger rebranding initiative. Regardless of why your company is interested in a website redesign plan, the project itself is a massive undertaking, not to mention an important one to get right considering the critical role your website plays in your marketing and brand image.
In fact, new research has found that 50% of consumers think website design is crucial to a business’s overall brand. To many visitors, the website you publish is just as important as the products you sell.
How Often Should You Redesign Your Website?
According to Business 2 Community, the average lifespan for a website is 1.5 to 2.5 years. Because design trends change and technology advances, this is the average amount of time that a redesign will feel “fresh” and competitive. However, that timeframe is only a benchmark, so you will need to determine what works best for your unique organization.
The following factors can determine how often you should redesign your website:

How often your brand or goals change. When you’re itching for a new site, first ask yourself, “Does this website still represent who we are as a company?”
How much budget you allot to design and development. Ask yourself, “Can a site design wait, or do I have reasons to use the budget on our site now?”
How long your website stays functional and fast. Step into your customers’ shoes and see if you can navigate the site well and find everything you want to find without encountering errors or long page load times. Almost 50% of websites get between four and six page views per visit — all that browsing means that your site’s navigation and speed really do matter.
The performance of your website. Ask yourself, “Is this site converting a reasonable amount of traffic? Do people stay on the page for a reasonable amount of time, or do they bounce?”
Changes in the industry. For example, when Google announced that it would be changing to mobile-first indexing, it necessitated that websites be mobile-friendly, or they’d lose organic traffic from Google.

Your website is where visitors and customers go when they want to ask questions, read content, or purchase products or services. For that reason, it’s best to be extra prepared when committing to a website redesign.
You may spend more time building your website redesign plan than you will on the redesign itself. If you’re wondering what should go into your website redesign strategy, start with the steps below.

Let’s unpack eight critical website redesign tips to think about when planning and completing your redesign.

1. Benchmark your current performance metrics.
Before you begin planning your website redesign, document your current performance metrics. This will give you a good idea of where your current website stands and what metrics you can improve upon through your redesign.
Analyze your existing website’s monthly performance in the following areas. The importance and relevance of each may vary depending on your website redesign goals, but it’s helpful to pull each metric before you dive into your redesign.

Number of visits, visitors, and unique visitors
Bounce rate
Time on site
Top-performing keywords in terms of rank, traffic, and lead generation
Number of inbound linking domains
Total new leads and form submissions
Total sales generated (in dollars)
Total pages indexed
Total pages that receive traffic

If you don’t have access to this information, I recommend tools like Google Analytics and HubSpot’s Marketing Analytics for better tracking and visibility into your website’s performance.

Furthermore, make note of which tools you used to measure each of these benchmarks in the past. Ideally, you’ll want to use those same tools when collecting your post-redesign metrics. Otherwise, you’ll be comparing apples to oranges.
2. Determine your website redesign goals.
What’s the “why” behind your website redesign? When considering a redesign, there should always be a good reason behind it.
If you’re answering with “well, it’s been a while since we’ve done one” or “my competitor just did a redesign,” those reasons aren’t good enough on their own.
Remember: It’s not just about how your site looks, but rather how it works. Be crystal clear about why you’re doing a website redesign, and tie those goals to measurable results. Then, communicate your goals with your team, designer, or agency.
Consider the following data-driven objectives for your own website:

To increase the number of visits and visitors (both are important as one visitor could visit more than once)
To reduce bounce rate
To increase time on site
To improve domain authority
To increase the total new leads and form submissions
To increase the total sales generated
To enhance current SEO rankings for important keywords

Many of these goals are dependent on one another. For example, in order to generate more conversions, you may also need to increase traffic while decreasing your site’s bounce rate.
Also, take a look at the metrics you pulled out in the previous step. Are there any metrics you can improve upon with your new website? Perhaps you use your old website metrics to inspire new goals, too.
3. Define your branding and messaging.
Before crafting your new website design and content, be crystal clear about your desired branding, messaging, and unique value proposition. Doing so will ensure consistency across your entire website.
Anyone who visits your website for the first time should immediately understand what you do, how it may benefit them, and why they should stay onyour site, so they don’t flee to competitors.
Take our homepage as an example: It’s immediately clear what we do, what we offer, and how any visitor can get started.
Think about whether you plan to change your branding and/or messaging, or if it will stay the same. If you plan to change it, what needs to change? Keep these changes top-of-mind as you redesign your website.
Download this free workbook for guidance and templates to simplify your next website redesign project.
As you develop your messaging, use clear, concise language. Avoid industry jargon that may alienate parts of your audience and make you sound more like a business-babbling robot than a human.
Consider the following example of how we could describe HubSpot in a “gobbledygook” way:
HubSpot helps companies across multiple countries reduce churn by backfilling the sales pipeline with highly qualified traffic that generates leads that convert into customers with high lifetime value. We achieve this by providing leading-edge software that integrates all marketing channels for a synergistic view of the data that determines and prioritizes high-value marketing activities.
Say what? Let’s translate that into the way people actually speak:
HubSpot’s all-in-one marketing software helps over 100,000 businesses in more than120 countries attract leads and convert them into customers. A pioneer in inbound marketing, HubSpot aims to help its customers make marketing that people actually love.
Much clearer!
Additionally, as you develop your company branding, consider what visual aspects of your website need to be redesigned and what can stay the same. Have you created a new logo, style guide, or color palette? Make sure these are applied to your new website so it remains consistent with other parts of your brand.
For some more inspiration, check out our roundup of our favorite B2B website examples:

 
4. Define your buyer persona(s).
Your website is not just about you. Actually, it’s hardly about you.
When your visitors land on your website, they’re asking themselves, “What’s in it for me? How could this help me?”
Speak to your visitors in their language by crafting your website design and content around your buyer personas.
For instance, if you’re a marketing manager at a hotel looking to bring in new business, you might target five different buyer personas: an independent business traveler, a corporate travel manager, an event planner, a vacationing family, and a couple planning their wedding reception.

Make sure you clearly identify your buyer personas so you can shape your website redesign strategy around the website visitors that matter most to you.
Check out our handy buyer persona builder to help you create detailed buyer personas.
Is your target audience changing as part of your website redesign? Do your branding and content align with this audience? Answer these questions as you’re strategizing your website redesign.
5. Protect your search engine optimized pages.
Getting discovered online is also essential to improving your website’s metrics. If no one is able to find and visit your site, how can you increase new leads, conversions, or sales? Here are some tips for designing your new website with search engine optimization (SEO) in mind:
Document your most search-valued pages.
Use your marketing analytics to figure out which pages receive the most traffic and inbound links, convert the most leads, and ultimately cover the most influential topics in your industry. If you plan to move any of these highly valuable pages, make sure you create the proper 301 redirects.
Create a 301 redirect strategy.
Speaking of 301 redirects, these are extremely important in terms of retaining the traffic and link value associated with a given page. Create a spreadsheet to record and map out your 301 redirects (old URLs vs. new URLs). Then hand this document over to someone technical for proper implementation.
Do your keyword research.
For every page on your newly designed website, pick one keyword/topic each page will focus on. Once you determine the keyword(s), use on-page SEO best practices to optimize your website pages. Furthermore, consider adding new content and pages to your website that address those particular keywords and topics that may be neglected on your current site.
Save time and rank higher on Google with our free on-page SEO template.
6. Analyze the competition.
While we don’t recommend obsessing over your competitors, it can help to know how you compare. First, run your website through HubSpot’s free Website Grader tool to generate a report card of how well your website is performing. You can also use this diagnostic tool to evaluate your competitors’ websites, so you’re aware of their strengths and weaknesses.

Next, take a look at your competitors’ websites, and take note of what you like — and what you don’t. This process is to help you realize what you can do better on your website. Once you conduct your competitive analysis, put together a list of action items highlighting some areas for improvement and how you can set yourself apart from your competitors.
7. Take inventory of your high-performing content.
While a redesign is a great way to improve the performance of your website, there are unfortunately countless ways in which it can hurt you. Your existing website likely contains many high-performing content assets that you’ve already built up, and losing their effectiveness because of a redesign can severely damage your marketing results.
For instance, such assets might include your:

Most-shared or viewed content
High-traffic pages
Best performing or ranking keywords and associated pages
Number of inbound links to individual pages

For example, if you end up removing a page from your site that has accumulated a high number of inbound links, you could potentially lose a lot of SEO credit, which would make it increasingly difficult for you to get found on search engine results pages (SERPs).
Keep in mind that many web designers don’t consider this step because they are neither marketers nor SEO specialists. Don’t hesitate to remind them about this, and help them along by auditing your site and providing them with a list for maintaining or updating critical pages on your site.
8. Choose the right software.
The final (but arguably most important) step of the website redesign process is choosing the right software with which to create and host your website. This software is typically called a content management system (CMS), and it’s used to develop, design, and publish your website for the world to see.
CMS software is beneficial for a few reasons. Whether you’re a novice digital marketer or a master web developer, a CMS can easily help you create a gorgeous, functional website. Choosing the right CMS depends on your business, such as what CMSs you’re already familiar with and what features your website redesign requires.
There are hundreds of CMSs to choose from, including CMS Hub — the only combined CMS and CRM. Or you can review some of the best CMS platforms to learn about your options.
Get Started on Your Website Redesign Today
Whew! Now you’re ready to plan, design, build, optimize, launch, and analyze your new website. Apply these seven steps to redesign a website that attracts more consumers, wows more visitors, and converts more customers.
Editor’s note: This post was originally published in January 2013 and has been updated for comprehensiveness.

Instagram has demonstrated tremendous growth, with its community reaching over 2 billion monthly users in 2021.
Despite its impressive reach, many business owners are still overlooking its marketing potential. As a result, they’re leaving high levels of engagement, brand awareness, and even profit on the table. But why?

In just 12 months, we used Instagram to gain 400,000 followers for Foundr — which translated to over 70,000 email subscribers. At the end of that period, we were averaging 30,000 call-to-action clicks per month from Instagram, and converting 30% of the users who landed on our website from our Instagram page into email subscribers.
We’ve seen it work, now it’s time for you to get in on the action. In this article, we’ll show you how to build your brand with Instagram. (If you’re looking for more marketing tools and resources for your new business, check out our comprehensive guide on how to start a business.)

1. Build an Instagram strategy.
We listed this as the first step because it is the most crucial step in building a brand on Instagram.
If you lack a clear strategy, you’ll end up with low-performing content and a scattered feed as you struggle to brainstorm new ideas.
To build your Instagram strategy, you’ll need to do four things:

Determine your goals.
Narrow down your target audience.
Research your competition.
Develop your content plan.

2. Experiment with the platform’s features.
Instagram is constantly evolving. In fact, every week, the Head of Instagram shares a video discussing new features and product updates on the platform.
In one of his latest videos, he announced that they were testing a subscription feature that would allow people to subscribe to their favorite creators and get access to exclusive Lives and Stories.
In addition to all the new features the social platform tests, there are a lot of established tools, such as Live Rooms, shoppable posts, scheduled Lives, and hashtags – just to name a few.
Our advice is to choose one to two features to test out every month. This will prevent you from getting overwhelmed and allow you to measure the impact of each feature.
For instance, hashtags can help you reach users who don’t follow you but could be interested in your products and services.
Don’t know how many to use? Data from our latest Instagram Engagement Report suggests brands should only use one hashtag per post.

Another reason to test Instagram features is that it can help you reach more users. The platform has admitted to prioritizing accounts that use features the brand wants to highlight, such as Reels.
It’s a win all around: You stay ahead of the curve, discover which features work for you, and you can expand your reach in the process.
3. Jump on trends.
On social media, all it takes is one person’s video or sound to go viral for the rest of the world to join in with their own version.
Most of these trends are fun and harmless with a lifespan of about three weeks or less.
Why should you join in? Well, it’s an opportunity to connect with your audience in a creative and fun way. If you jump in as the trend is rising, it can also give you a quick boost in engagement and reach.

When considering joining any trend, there are two things you want to ask:

How can I bring this back to my business and/or industry to make it relatable to my audience?
What is the origin of this trend and could it go against our company values?

4. Invest in high-quality creative assets.
A great Instagram post can be boiled down to a formula and requires two elements: beautiful imagery and engaging text.
Beautiful Imagery
Choose images that tell a story or elicit emotion. This image we shared is not only compelling and interesting, but it also elicits emotion and therefore drives engagement from our followers.
What this will look like for your business will depend on your industry, but think outside of posting images of your own products and services.
Posting about yourself repeatedly on social media is like being that person at a party who talks constantly about themselves. Also, beware of copyright issues.
If the image is not your own, request permission to use it or source non-attribution-required photos. (Check out this awesome list of royalty-free stock photos here.)
Engaging Copy
While you don’t have to add text to your Instagram posts, doing so packs a punch that just an image won’t provide.

Think of your caption as an additional way to reel in your followers and keep them engaged. It’s a place to add context, share more information, ask a question, and invite comments.
5. Leverage strategic partnerships.
One of the biggest frustrations for most marketers delving into Instagram is that they don’t know how to build a following. After all, without a large number of followers, how can it possibly be an effective marketing channel?
There’s one tactic in particular that we used to quickly grow our Instagram following to 10,000 in just a couple of weeks: partnering with other Instagram accounts.
Are we talking about co-marketing or influencer marketing? Both because they lead to the same result: Expanding your reach.
In addition, both require you to:

Conduct research to see if their audience aligns with yours.
Review your business goals and determine the KPIs for the partnership.
Collaborate on a content strategy.

For example. HubSpot recently teamed up with @ntwrkto celebrate Women’s History Month and promote the Grow Better mission.

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Now that Instagram allows the same post to be shared by two profiles, brands can co-market easily on the platform. Followers from both accounts will view the post, increasing each one’s reach and engagement.
6. Foster a community of highly engaged followers.
Engagement on Instagram comes in many forms, including followers sharing your content, liking and commenting, tagging their friends, and clicking on your calls to action. In this section, we’ll go over some of our tactics for fostering a community.
Post When Your Followers Will Actually See Your Content
Have you ever posted something to social media that you think will do really well, only to be met with crickets? Low likes, low shares, and the only comments you landed were from spambots.
While it’s easy to assume you miscalculated the potential of the post, it could just be that you posted the update at the wrong time.
The easiest way to know when your followers will be active on the app is to head over to your insights dashboard. If you have a business account (you should), you can learn valuable insights about your audience’s demographics and behavior on the app, including location, age, gender, and activity.

From there, you can schedule your posts based on your audience’s most active days and times.
Invite the Engagement
A lot of brands will start Instagram accounts and become frustrated when people aren’t engaging with their content.
It seems so obvious and simple, but sometimes actually asking for your audience to engage makes all the difference. You can either include the action you want your followers to take as part of the image itself, or include it in the caption.
Take a look at this example from clothing brand Grass Fields.

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In their post, they share design images and ask their followers to name their favorites in the comments. Not only do they get real-time feedback on their product, but they also get great engagement on the post.
7. Post regularly.
When a user is scrolling on the app, you are competing for their attention along with millions of other brands.
Because of this, visibility is key. With so many ways to share content, from Reels to Stories to Lives, there are a lot of opportunities to reach your audience – each demanding a different level of effort and preparation.
This is good news for brands, especially small ones. While it’s recommended that you share on the platform every day, you can choose how you share based on your bandwidth and which methods are offering the beinstst ROI.
For instance, an in-feed post likely requires more work than a Story since it will live on your profile.
With a Story, you can quickly engage your audience through a quick poll, a question, a reshared post knowing that it will disappear after 24 hours.
A good rule of thumb: Publish an in-feed post three to four times a week and share on Stories every day.
8. Review your data and optimize your approach.
If you’re already following all the tips we’ve outlined above and you’re still struggling to get meaningful traction on the app, the answer could be in your data.
Too often, brands get stuck in one approach and don’t review their data to see if it’s actually working.
Your Instagram Insights dashboard offers a wealth of information on how each post performed, including impressions, accounts reached, content interactions, and profile activity.

For instance, say you’ve been posting images for the past month, then you post one video and it outperforms 60% of your previous posts. That’s an indication that your audience may respond better to video content. It’s worth experimenting with more videos.
If you don’t analyze your performance and look for optimization opportunities, there’s a good chance you’ll reach a plateau with no idea how to get out of it.
9. Share your Instagram profile on other channels.
As you work to grow your following on Instagram, you can also drive traffic to your profile externally.
One way to entice users to follow your page on that platform is by hosting a giveaway or sharing exclusive content.
In addition, don’t be afraid to promote your Instagram on other social platforms. For instance, your website could include a section with your Instagram feed along with a call-to-action to follow your page. You can also include a link to your Instagram profile in your email marketing campaigns.
Wherever you have an online presence, be sure to share the link to your profile so that your audience knows where to find you.
10. Convert your followers into subscribers.
As you know, email marketing is crucial to a thriving business.
Instagram has been an important driver of email subscribers for Foundr, converting around 15,000–30,000 followers into subscribers each month, depending on our promotions.
If you’re familiar with Instagram’s limitations, you may be wondering how this is possible. After all, Instagram doesn’t allow links in photo descriptions.
That’s where a well-crafted bio comes into play.
Many businesses find it difficult to get followers to click the links in their bios because the tendency is to overload bios with … well, junk. Break that pattern by writing your bio like you’d write a Tweet: short, useful, and packed with intention.
Here’s what we’ve chosen as our bio:

In your bio, you can include a URL that takes users to a link tree or a direct link to your subscription landing page.
Once you’ve put the systems into place, start driving followers to your bio by including calls-to-action in your content.
11. Optimize your bio.
When it comes to Instagram, many overlook the bios and focus on having great content. But your bio is a key point of discoverability so it’s essential you give it some love too.
Say someone is looking for something specific on the platform, with an optimized bio, you’ll make sure your profile shows up in the search results. This means including a business category, a short description of your brand, and a few keywords related to your brand or industry.
How many followers do you need to build a brand on Instagram?
The beauty of social media is that there’s no minimum requirement to get started. This means that you don’t need any followers to get started building your brand.
In fact, that’s how most brands start. Unless you’re launching a sub-brand or using your personal brand to promote your new brand, you will have to organically grow your followers by using the strategies outlined above.
The key to success is consistency. Nothing will work if you do it for a month and give up. By remaining consistent, you increase your chances of reaching your audience and building a community.
Best Way to Build a Brand on Instagram
Instagram is a social platform with tremendous potential for businesses in almost any industry.
All it takes is a robust strategy, high-quality content, and the ability to pivot when needed.
It won’t happen overnight, but as long as you stay consistent, you’ll start to see your following grow and your community building.
This can have a significant impact on your reach, brand awareness, and ultimately the revenue of your company.
Editor’s Note: This post was originally published in Dec 2015 and has been updated for comprehensiveness.

As a platform with high engagement and growth potential, TikTok is a favorable app for businesses that want to get their solutions in front of more people.
According to TikTok, 49% of users (over 490 million people) seek and discover something new on the app each month. TikTok’s highly personalized algorithm delivers relevant content to users through the For You feed, keeping users engaged.

Here’s what brands need to know about TikTok’s algorithm and the unique path to purchase on the app.
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TikTok is revamping the outdated linear sales process and is focusing on driving growth at scale. The smoother and more seamless customer experience from their unique path to purchase is described as an “infinite loop.” Rather than a sales funnel with a defined start and endpoint, TikTok users enter, exit, and re-enter the buyer’s journey at the stage that best matches their needs and wants.
TikTok’s massive success is due to following its user’s lead, building around their behavior, and providing them with the right content based on which stage they are at in the customer journey.
Why Brands Need to Be on TikTok in 2022
Let’s be honest. Putting together a whole strategy for each social platform, monitoring the results, and optimizing performance is a lot of work. And brands have been hesitant to adopt TikTok into their existing social strategy.
Whether this is because of limited internal bandwidth, it being considered a “Gen Z” app, or nobody in the office wanting to be behind the camera — there is no denying the potential of TikTok when you look at the numbers.
Let’s dive into the top TikTok statistics brands need to know:

TikTok monthly active users: There are 1 billion monthly active users on TikTok.
Number of App Installs: TikTok has been downloaded 3 billion times and had the most non-game app installs for 6 months in 2021, achieving 383 million downloads from January to June 2021.
Surpassing competition: In 2021, TikTok was the 7th ranked social media app. Surpassing Pinterest, Twitter, Snapchat, Reddit for monthly active users is impressive considering it was only launched in 2016.
Engagement Rate: With a session duration of 10.85 minutes, TikTok has been recognized as the top social media platform for engagement. This is twice Pinterest at rank #2 with 5.06 minutes.
Growth rate: In the U.S., TikTok had a 787.86% user growth rate and a 1157.76% increase in its user base worldwide.
Influencer earnings: TikTok influencers and creators can earn up to $5 million a year if they have up to 100 million followers. The most popular categories for influencer content are beauty, fitness, dance, pranks, and entertainment.

This rapidly growing social media app’s innovative and unique algorithm allows users to reach more people based on how they interact with your content.

TikTok’s key differentiator is the sense of community on the app. TikTok’s niche communities provide a place for everyone to connect, and new communities are continually emerging as more people join the app.
If you’re new to TikTok, check out #BusinessTok or #BrandTok. These niche communities provide content for marketers, entrepreneurs, and business owners on tips, real-life experiences, and live streams of their networking events.
Gina Nacnac, manager of brand partnerships at HireInfluence, shared with us the importance of TikTok marketing for brands in 2022:

In 2022, we’re going to see a rise in Content Creators on TikTok that create content specifically for the brand’s owned channel appearing as the face of the brand for a contracted period of time, like quarterly or every six months. This is going to provide more opportunities for smaller creators to monetize and will provide ways for brands to connect with consumers authentically through relatable creator content.

 
TikTok’s Unique Path to Purchase
TikTok transforms how brands connect with their audiences, drive purchases and find success. The platform recently conducted a global research study to understand TikTok’s role in and perceptions across the retail consumer journey. Here is what they found:

People on TikTok are 1.5x more likely to instantly purchase something they discovered on the platform than other platforms’ users.
TikTok is 1.7x more likely to be the source for product discovery compared to other social platforms.
TikTokers are 1.4x more likely than the other platform users to research products/brands they find on the platform.
TikTok users are 1.5x more likely than other platform users to persuade friends or family to purchase a product or service they’ve come across on the app.
TikTok users are 2.4x more likely than other platform users to create a post and tag a brand after buying a product.
TikTok users are more than twice as likely to comment or D.M. a brand after purchasing a product compared to other platform users.

Brands that see massive success on TikTok aren’t just pushing products and creating content when it’s time to sell. Instead, they develop a consistent presence by using a TikTok scheduling tool and focusing on their brand’s role as a creator of entertainment. Successful brands leverage their TikTok Business Account to create a home on the platform, establish their unique brand voice, and build a community.

TikTok is revolutionizing the social media marketing landscape through its infinite loop buyer’s journey. Compared to other platforms, TikTok is leading the way at each stage of the customer journey — awareness, consideration, and decision.
How The TikTok Algorithm Works in 2022
One of the key ranking signals on the TikTok algorithm is video completion. Each time a user watches a video in full, that video will be more likely to be suggested to other users’ feeds.
Another major influence on the TikTok algorithm is hashtags and user-viewing habits. TikTok will take note of the type of videos you’re watching and which niche communities they are coming from. It will then suggest similar videos to you based on your content consumption.
For example, if you can’t get enough of DanceTok, good news — the algorithm will keep suggesting related videos. Brands looking to increase the reach of their videos should use trending songs, hashtags, and dances.
This is how TikTok has defined their For You page algorithm:
“This feed is powered by a recommendation system that delivers content to each user that is likely to be of interest to that particular user. Part of the magic of TikTok is that there’s no one For You feed – while different people may come upon some of the same standout videos, each person’s feed is unique and tailored to that specific individual.”
Key Components of the TikTok Algorithm:

Video Information: video information signals are based on the content you seek out on the Discover tab (i.e., captions, sounds, hashtags).
User Interactions: as mentioned above, the TikTok algorithm is influenced by a user’s content consumption and interactions on the app.
Device and Account Settings: although these do not have as strong of an influence on the TikTok algorithm, it’s still worth mentioning. These are settings (i.e., language, country, device type) a user chooses on their account that TikTok considers when optimizing content.

What Engagements Are Not Important to the TikTok Algorithm
As we covered, the TikTok algorithm considers a few key ranking signals when suggesting videos to your feed. But what are the least important metrics of engagement?

Content already viewed
Duplicated content
Potentially upsetting content (TikTok provides examples of “legal consumption of regulated goods” or “graphic medical procedures”)
Content that gets flagged as spam

And the best news yet? For new users or TikTokers with a low following, the TikTok algorithm doesn’t use follower count as a ranking signal. Meaning small accounts still have the potential for high reach.
Want to see what other businesses are doing on TikTok? Check out this roundup of TikTok marketing examples to inspire your brand.
Wrapping Up
Incorporating the latest platform trends into a brand’s marketing strategy can help them to more effectively engage, educate, and sustain their audience seamlessly into the TikTok community. Don’t know where to start? We’ve got you covered! Check out the Trend Discovery Tool to uncover what’s trending in your vertical, what’s on consumers’ minds, and what’s viral on TikTok in real-time.
In 2022, businesses need to stay on top of new marketing techniques, trends, and rising platforms to drive key growth and better connect with their audience. One of them is TikTok, and there’s no sign of it slowing down. There is a huge opportunity for businesses to take advantage of the viral nature of the app and allow it to take their digital campaigns to the next level.